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Head of Product Marketing, Advertising Cloud at Adobe

I definitely recommend tiering launches by the level of potential impact and therefore the level of activities.

While starting the GTM plan, you need to decide how “big” you want to go. Time, resources, and budget all come into play here when you're thinking about the activities. 

Here's an example of how you can think about the tiers: 

Tier 1 - A product that is strategically important to the business that we want everyone—internally and externally—talking about. Example content: Go big with a client event, custom video content, press, and executive sponsorship internally.

Tier 2 - A product or feature launch that will impact many customers. Example content: “The basics”—a blog post, new web page, sales collateral.

Tier 3 - Products or features that are mostly an upgrade or affect a small subset of customers. Example content: A blog post announcement and an internal heads up in the internal sales bulletin.

Director of Product Marketing at Zendesk
Great question! Yes, we have historically used a tiering system that's based on two factors: customer and business impact. These two criterion help us determine if a launch is a T1 to T3 launch.  Depending on the tier, the scope of deliverables changes quite significantly.  Here's how we br...more
Senior Director of Customer Strategy, Previous Head of Product Marketing at Zuora
Over the years, we’ve evolved the launch process at Zuora. When we were a smaller company, we launched products whenever they became generally available. Now that we have multiple product lines, we standardize on 2 seasonal product launches per year – Summer and Winter. Our engineering team is co...more
Global Head of Product Marketing at Grammarly
We absolutely tier our launches and we do it for 2 specific reasons: * Resources and investment need to match the outcomes we expect from a launch * Not every feature is news! In some cases, bundling features together will tell a more compelling and meaningful story and we are very consciou...more
Sr. Director of Product Marketing at Cameo
I've tried a tiering system a few times, but honestly, have never made it stick. There needs to be a relative sizing of a launch, but I don't think it's so black and white where you can say this is Tier 1 and Tier 1 gets XYZ and this is Tier 3 and Tier 3 only gets X. I think a better way to do it...more